|How do you determine what consumers think and feel? Is something more than qualitative research necessary?
Determining what both your target and existing customers think and feel is an integral part of successful marketing efforts. Qualitative research, both formal; focus groups, and informal; posing questions to your followers in the Twitter-sphere, is important without question. However, it is always necessary to remember that numbers talk and that quantitative research and results must be integrated into all planning and forecasting.
Something we call third-level discovery-answers to the
who, what, when, where why and how questions.
There needs to be a balance - yes qualitative research can give you statistics and insights. But consumers also have feelings and perceptions these are the real key.
That is where social media can become a great tool. Simply listening (reading) the conversations of your clients on line - can help provide a better insight in to their thoughts.
You can do this by becoming their friends on facebook or twitter.
We are the consumers as well as the consultants, so it's a bit easier. KMV's founders chose a niche that we ourselves live in, but we ask a lot of questions and do significant research before accepting a new client.
Customer feedback and the way in which they interact with me. Personal conversations are often needed.
I would put myself in the consumers shoes. I would look at the product from their POV. Practice makes it perfect and its been spot on ever since!
I preform detailed analytics and data analysis. It is not enough to just have numbers, you have to understand those numbers, the why's and the how's.
Yes it depends what product You are dealing with, Whether for that product you have chosen the right consumer, if you know what you are doing you can also know what the man on the other side is also thinking and feeling. In that point the research is also necessary.
Step One of the 3-Step Marketing Model is "Know your IDEAL Customer"
The hub of ALL marketing is knowing exactly who your buying customer is. Without this target market knowledge, you, as a business owner and/or marketer will be forever spinning your wheels, wasting time and money on ineffective marketing efforts, messaging and tactics.
Identifying demographics and geographics (basic facts), offline psychographics and online psychographics (behaviors as they pertain to purchasing) is the basic outline one strives to complete to get to know your customers are. This information is available to you in three basic ways ...
1. Speak to your existing customers - ask them questions (this is more qualitative)
2. Observe the buying behaviors of your existing customers (qualitative)
3. Conduct online, telephone or mail surveys (quantitative)
4. Do research - there's lots of information available through census (quantitative)
The MORE YOU KNOW ABOUT YOUR CUSTOMERS - the more successful you will be in speaking to them in a language they can understand and in selecting effective tactics that reach them.
Both qualitative and quantitative research is needed to determine the needs of consumers, even if the consumer doesn’t know what they need or want.
Definately, statistics can tell you a lot about trends, markets, but you need to understand why 33% of people prefer product 3, if you know why then you can take it to the next level. I've never made any decisions soley on qualatative statistics.
I think my consumers feel the same way as I did when I first started online - confused and lost in the sea of spammers and very expensive coaching programs. It is refreshing for them to find a person who is willing to speak with them and offer them a short-time high value complimentary initial coaching session.
I write from experience and in sharing my experiences they are able to relate my early pain in my online career with their own and that I now offer solutions to that pain.
depends- what are we trying to market.
We ask them what they feel....we should reward them for letting us know how we can serve them better so we dont create anything in a cocoon.
Yes, a quali in addition to quanti is definitely a bonus.
Take a pulse by hanging out where they do - forums, social media outlets, conventions, etc. See what their pain points are. You must do most than just qualitative research.
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